Use the Following to Answer Questions

question 118

Multiple Choice

Use the following to answer questions
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbours.Buying patterns are then compared.For example, Pilgrim Cereals tested a Crunchy Wheat promotion using this system.Half of the 5000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Pilgrim used scanner data to evaluate the promotion's success before offering the commercials nationwide.
-The 5000 households that allowed their group purchases to be scanned are a:

• A)focus group.
• B)quota.
• C)sample.
• D)target market.
• E)population.

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Definitions:

Salivate

The secretion of saliva from the salivary glands in the mouth, often in anticipation of food or in response to certain stimuli.

Learned Response

A reaction developed as a result of experience, often through the process of conditioning in response to a specific environment or stimulus.

Stimulus Control

The process by which behaviors are modified by the presence or absence of certain stimuli.

Classical Conditioning

An educational method where associations are made between a naturally occurring stimulus and an environmental one, resulting in a conditioned reaction.